Facebook Dating. Now, the site's long-assumed purpose of letting people browse each other in a meat-market fashion is fully exposed.

Facebook

Culls from Facebook profiles.

FB as a source of data and as a starting point for conversations.

Not seen here: any "swiping" interaction.

More profile data apparently pulled from a Facebook profile.

Much like a Facebook-connected Tinder account, Facebook Dating will list "mutual friends."

In more OKCupid fashion, FB Dating appears to include some quiz content.

Zuckerberg described the service as "totally opt-in" and "not for hook-ups," and he stressed that the service will, among other things, consciously not connect people who are already connected on the site as "friends."

The app's features were hinted at with a whirlwind of screens behind the CEO as he described the feature's aim of building "meaningful relationships" on the site. (This followed Zuckerberg telling a personal story about meeting a couple who gestured at their kids and thanked Zuckerberg for making their family happen through Facebook.) Among other things, the app appears to draw heavily from users' existing Facebook profiles, with everything from profile information like job and education information to a fully fledged "pick something from their profile to start a conversation" system.